QUESTION 10 Imagine Film Studios is segmenting the market based on the frequency of how often customers go to the movies every year? This is an example of: O Behavioural Segmentation O Psychographic Segmentation 0 Demographic Segmentation O Undifferentiated Segmentation QUESTION 19 Kicking horse coffee wants to promote their coffee in the retail grocery distribution network [i.e.Sobeys, Loblaws). What initiative would they undertake to pursue a push strategy? 0 Send out a coupon via direct mail 0 Develop a TV ad 0 Put their product in the store yer 0 Create a PR campaign QUESTION 20 A company decides to use a POP display with a coupon to promote one of its products. Which of the following is most likely to be the objective of this initiative? O Communicating a new feature of the product O Launching a new product O Promoting short term brand trial of the company's products O Creating long term relationshipsQUESTION 21 Tim Hortons wants to promote their new Canada Loves Hockey contest through tv, radio and social media channels to build awareness of their new promotion with multiple consumer touchpoints. What is Tim Hortons executing? O An integrated marketing campaign O A brand extension O A PR campaign O A cobranding initiativeQUESTION 22 The objective of Tim Hortons new Canada Loves Hockey contest is to build awareness of their new promotion. How would they measure the awareness of the promotion? 0 Starch testing to see how many people saw the ad 0 Personal Media Network 0 Distance testing 0 Recognition testing measuring recall QUESTION 23 Chateau wines is looking at developing an advertising campaign to support the launch of their new red wine. What would not be part of their responsibilities as the client? O Creating the creative brief O Evaluating the creative O Addressing changes in consumer behaviour O Developing the brand positioning O Looking at media trends and recommending a media planQUESTION 24 Which of the following created the 'Canadian Code of Advertising' to address concerns such as the image of men and women and ensure advertising in Canada is communicated in a fair and equitable manner? O Competition Bureau Canada O The Broadcasting Act O Canadian Telecommunications Commission O Advertising Standards Canada O Canadian Radio-television CommissionQUESTION 25 When developing a positioning strategy we need to consider the 4 D's. What below is not one of the 4 D's? O Durable O Dinstinctive O Desirable O Direct O DeliverableQUESTION 11 Twilight candles is a leading candle man ufactuer in Canada. They have developed new flame free candle that is safe to allow customers to use as a night light offering a nice soft light to fall asleep and has a built in choice of soothing sounds like the ocean and the forest to help you fall asleep. what is the consumer benefit of this product when using the FAB approach? 0 Soft light 0 Soothing sounds 0 Well rested from a better sleep 0 Flame free candle QUESTION 12 Twilight Candles has a set budget for an advertising campaign. They have completed the positioning of the product and a thorough market analysis. What would be the next steps for Twilight Candles in the development of their advertising campaign? 0 Determine the approach and the execution of the ad 0 Create a media plan 0 Develop a creative brief 0 Evaluate the creative QUESTION 13 Twilight candles is considering print advertising to launch their new flame free candle. They are comparing the cpm for different media. If the budget for the print campaign is $65,000 and it will reach 910,000 readers what is the com for this print campaign? O $710 cpm O $71 cpm O $65 cpm O $14 cpmQUESTION 14 Twilight Candles decides to go ahead with a print campaign and starts the development of a print magazine ad to promote their new flameless candle. What strengths of print advertising will help create the most effective print ad: 0 A. Engaging with the customer 0 B. Offering visual magnetism O C, Promising a reward and backing up the promise 0 All the above 0 Anwers A 8: B only QUESTION 15 Search Engine Optimization {SEQ} is a tool to help companies build their ranking on search engines. If a company decides to help build its SEO rankings by implementing a google ad campaign this is an example of: O GRP O Owned media 0 CRM 0 Paid media 0 Earned media QUESTION 16 Donna is looking into purchasing a new computer and she can't decide so she looks to her friends to help with this decision, what social influences are helping Donna with her buying decision? O Reference group O Self concept O Regional subcultures O Opinion leadersQUESTION 17 Since women constitute 90 percent of Karen's, a pharmacy chain's. customers, the chain decided to implement changes that would make the shopping experience more pleasant for them. Karen introduced shorter wait-times, wider and better-lit passageways, and more beauty products. Women constitute Karen's: O Niche market 0 Primary commodity market 0 Secondary target market 0 Primary target market QUESTION 18 Allison wants to buy a new car. She sees an advertisement in the newspaper where Ford is introducing their new GPS safety system that has 24/7 roadside assistance. The ad features Brad Pitt speaking to his confidence in the car and the new GPS system. What is the creative execution style of this ad? O Positive Appeal O Negative Appeal O Product Comparison O Endorsement O Demonstration